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SoftSheen-Carson’s Dark & Lovely has named actress and model Bria Murphy, 21, its newest face. Murphy, the daughter of actor Eddie Murphy and Nicole Murphy, says she’s used Dark & Lovely since her preteens when she began relaxing her hair. She now can be seen in print and TV ads for Healthy Gloss 5, a reformulated relaxer kit that targets the five signs of healthy hair, as well as its accompanying hair care products. SoftSheen-Carson is also paying mind to the professional side of the business with a salon-only relaxer, Optimum Advanced, formulated to reduce damage with a Smart Lye Oil Fusion technology, containing 25 percent less sodium hydroxide, plus keratin and argan oil. It’s the brand’s first relaxer to launch exclusive to salons.
This story first appeared in the April 22, 2011 issue of WWD. Subscribe Today.